I was having a ponder at FHM earlier and was intrigued by their user profiling that they now have.
I’m not a regular user or visitor to the site so I’m not sure if its a new feature to the site or something that’s been around for a while but in order to take part in competitions and promotions on site you have to accrue points to be able to enter them.
The premise of this works: Why shouldnt FHM reward those users that they feel are most loyal or heavier users of the site. It links back to the idea of data versus experience that I explored in an earlier post. To enter the grand prix competition you need to have had 45 interactions with the site. Iromically they note in their instructions (as to how you gain points) that you could frantically click the mouse for each point.
Does this mean that they are rewarding users who are consuming the site or rewarding the users who can be bothered to click. It makes sense that the theory of rewarding loyal users should be the case. Particularly because each point is earned on each click. If a user is reading 2 or 3 pages on the site (or looking at 10 – 15 female pictures) they will easily accrue the points.
Will be interesting to see if they take this profiling or reward mechanic further over the coming months.
I’ve been meaning to post up my paper to this blog for a while but, as with many things, its easy once you’ve finished something to push it to one side and forget about it!
My paper looks at the balance of data versus experience. Its a conundrum many online brands are faced with. Do they capture all of the data on consumers that the research department wants (to understand), that the marketing department needs (to prove effectiveness) and the business insists on (for commercial understanding) OR do they throw caution to the wind and put the brands digital experience with their consumers ahead of registrations, locked content or tracking.
data means the possibility for brands to have an appropriate and personal dialogue with you, the consumer, has never been more achievable, with the tools and data allowing tailored insight, and messaging that simply wouldn’t have been possible 20 years ago. It’s become a partnership that can be made as simple or as complex as the brands marketing team dictate, but it’s a process that’s made relationship building a statistical science rather than an emotional hunch.
The paper goes onto explore these looking at the likes of Tesco Loyalty card, Amazon, Bailey’s and Gurgle as differing examples of how data can enhance as well as dictate the whole consumer experience.
Comments and thoughts welcome!
Data and Experience